The StarCraft II Website has an apology to players from Blizzard over their failure to live up to a promise for a paid service to allow name changes in StarCraft II, saying as a result of delays in rolling this out, they have added a free name change to everyone's account in the RTS sequel. Word is: "We’re planning to offer another free name change to all players when the new Clans feature goes live in the next couple of months, so don’t worry about removing your clan tag from your character name with this one. We will alert you to that when the time comes." There's no word in how much it is costing them to go through the vast expense of changing character names for nothing.

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jdreyer wrote on Jan 13, 2013, 14:20:Is there some practical reason to charge for namechanges? Aside from greed, I mean. Maybe consistency lets players more easily keep track of who they have played against?

Usually the cost is to prevent people from harassing others, changing their name, harassing more people, changing their name, harassing even more people...